The allure of 3D films and TV is growing. In a joint research study by the CEA and the Entertainment and Technology Center at the University of South California, it was recently revealed that 41 million adults in the US have seen a 3D film in the past year, 40% of whom would prefer their programming in 3D rather than 2D.

Only 23% of adults who have not seen a 3D movie in the past year said that they would want their programming in 3D, indicating that experiencing 3D technology increases its allure.

The study also reported that 16% of consumers would want to be able to display 3D content in their own homes. About half of the study group would be willing to pay more for 3D content, and 15% would be willing to add an extra 25% to the cost of their home theater if it was equipped with 3D technology. About half of the respondents wouldn’t mind wearing 3D glasses in order to get the full experience.